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Experimentation, Habits & Inspiration - Digital & the Beauty Industry

Experimentation, Habits & Inspiration - Digital & the Beauty Industry

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Published by Digital Lab

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Published by: Digital Lab on May 23, 2011
Copyright:Attribution Non-commercial


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 x pe ri me nt atio n ,    a bit s   I n s pi r atio n
 By Scott Hendry Proximity London May 2011 
 The Inuence of Digital in the Beaut y Industr y 
 24Introduction04Experimentation08Stuck in a Rut14Rediscovery20Men Care tooSummary26Conclusions28 Sources & Thanks29 
ow we learn, our inuences, what we buy, and how and what media  we consume have all changed over the past20 years since the emergence of digital.
 As digital channels have maturedand developed, they have amplied,democratised and accelerated behavioursthat have been happening oine for many  years – think ‘friends chatting over coee’and sharing now happens on a larger scalethrough Facebook or Mumsnet
. Yes, wemight talk about these topics slightly dierently, but we share a lot of what wethink and know to a much wider audience.So, how has this amplied sharing,content creation and access to informationbrought changes to women and theirrelationship with the beauty industry? To answer this question we have looked athow digital is inuencing women and theirexperience in the world of beauty. But of course, women are not one homogeneoussegment, so we have categorised ourbeauty consumer through three signicantbeauty life stages:
– teenagers toearly 20’s, learning and experimenting  with their beauty rituals.
How are they learning aboutbeauty products?
How are they introduced to theirrst products?
What experimentation are they doing and what has inuenced thisexperimentation?
‘Stuck in a Rut’
– mid to late 20’sto early 40’s with established beauty rituals. Because of the demands onthem from their family and work,beauty has become a lower focus.
Has media and in particular, digital,altered these rituals?
– late 40’s to early 60’s
are rediscovering their inner youth and
are trying to bring this to their outer self.
How do they rediscover this ‘youth’through beauty?
What are the inuences they look tofor help in developing their new look?
Does digital allow them to be morecondent in nding a new look?Finally we also delve into the evolving  world of 
male grooming
. A relatively small segment within the beauty industry,but one that seems certain to grow.
Experimentation, habit and inspiration summarises how the beauty industry hascarefully nurtured its relationship with women over many years. But how has theemergence of digital changed or reinforced the relationship between the beautyconsumer and brands?
77M US women aged 18+ are on Facebook. Source: Facebook
Consumers devote 6% of their media time to reading magazines, the beauty industry spends almost 45% of its marketing budget on them.
 Kantar Media, October 2010; Samir Arora, Glam Media Presentation, October 2010
 Experimentation, Habits and Inspiration provides an overview into some of the emergent behaviours and trends happening through digital channels which areinuencing the beauty consumer now and in the future.

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